Design agency Bulletproof re-branded the pickled veg company Haywards with bold flavor profile labels. The United Kingdom-based company has plenty of loyal consumers, however, the goal for the re-brand is to attract a younger generation of consumers.
Using bold colors and flavor-forward labels, the pickled veg brand is able to convey a more easily understood product. Colors are a proven way to showcase a flavor, which is why Haywards now features purples, oranges and bright yellow labels.
Instead of using clear jars and plain labels, the jars have been revamped with eclectic new styles. For example, the "crinkle cut beetroots" are now packaged in a bold purple jar with a playful pink label. The jar reads: "medium and tangy crinkle cut beetroots -- liven up your food." First, the brand draws in the consumers with colorful appearances. Then, by describing the product with short and direct terms, it allows consumers to gain a simple and meaningful understanding.
Flavor-Centric Pickle Packages
This Pickled Veg Brand's Packaging Attracts Young Consumers
Trend Themes
1. Flavor-centric Packaging - Re-branding with bold, flavor-forward labels and colors to attract younger consumers.
2. Revamped Packaging Styles - Using eclectic new styles for jars to create eye-catching designs.
3. Simplified Product Descriptions - Using short and direct terms to convey a simple and meaningful understanding of the product.
Industry Implications
1. Food Packaging - Opportunity for brands to differentiate themselves through bold, unique packaging designs.
2. Food Manufacturing - Innovation in flavor-centric packaging can attract a younger generation of consumers.
3. Consumer Goods - Simplifying product descriptions allows for better consumer comprehension and engagement.